Using Email & Social Media together effectively Kevin Bennett Director of Marketing & Digital

Followers Friends Your

Followers Your Email List

Aims 1. To encourage your

followers to join your mailing list

2. To encourage your mailing list to follow

3. To engage your followers friends

4. To raise awareness in the ‘big wide world’

5. To reach as many people as possible by more than one channel

Social media universe Email universe

The Universe • Approx. 50-million adults in the UK • 73% of UK adults have an email address • Twitter: 15-million UK users • Facebook: 33-million UK users • 80% of social media users access by

smartphone

The Mobile Universe • 53% of email is opened on mobile (Experian

Q4 2014) • What is your conversion rate for

mobile/desktop? • Is your entire donation process optimised? • Donors are 34% more likely to give on mobile

sites

Three/Brainjuicer 2013 30% of those who made donations on their mobile phones wouldn't have made them through a different medium. A further 30% of people said they were more likely to donate after seeing someone share charity related content, such as on Twitter or Facebook, while 20% said it inspired them to do something for charity themselves.

Multichannel basics • Ensure messaging is in sync • Consistency of visual identity • Use each channel appropriately • Plan your contacts journey through the

channels

Email basics • A tool like dotmailer or mailchimp • Understanding of subscriber management • Welcome series for new contacts • Mobile friendly emails • A content plan • Send regularly

Social Media Basics

Social Media Basics • Who will do this? • Do you have content? • What is your social personality? • Will you fully engage? • What is your narrative? • Will you be consistent?

Email -> Social • Direct emails asking people to follow • Thank you email containing call to share • Sharing buttons in emails? • Social friendly campaigns • Retargeting • Email analytics – Dotmailer Social Insight,

MailChimp Social Pro, Hootsuite Integration

Social -> Email • Campaigns • Free stuff • Competitions • Keep up to date • Paid for promotion – What’s the value of an

email to you?

Facebook Targeting • Retargeting of your email list via custom

audiences • Look-a-like groups based on email list • Acquisition marketing campaigns. Ensure you

use a tracking pixel

Facebook Targeting • Make full use of your advert e.g. Sign Up

button • Friends of Friends targeting • Power editor is your friend…

Twitter Targeting • Upload your email list to

tailored audiences • Lead generation cards • Watch your ROI • You can target your own

followers

Conversion Tracking • Allows you to add a snippet of code to thank

you pages • Provides cost per conversion for Facebook and

Twitter • Crucial to measuring ROI

Social -> £££ • Peer-to-peer fundraising

(walk/run/cycle) • Crowdfunding • Meme based #NoMakeUpSelfie • #tag hijack e.g. #TubeStrike

Refuge – Domestic Violence

https://www.youtube.com/watch?v=d-XHPHRlWZk

What’s the story? 56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits.

Discussion What would make you join a mailing list for a Charity that you follow on social media? Discuss in groups of 4 or 5, try to come up with 1 or 2 key ideas.

Campaigns

Campaign

Email List

Donor

Case Study: Safetynet

Case Study: Safetynet Simple post sign up call to action boosted social engagement.

Going Viral

Going viral • "We're going to make a viral video" #FacePalm • What is your seeding strategy? • How do you prepare your email list? • How do you engage your followers? • Do you have two clear calls to action? • Do you have good PR?

Case Study: Christmas Starts with Christ

Case Study: Christmas Starts with Christ

Case Study: #SavePremier

Case Study: #SavePremier

Discussion What charity campaigns do you think have been really effective? What can we learn? Try to focus on campaigns that have been charity initiated. Discuss in groups of 4 or 5, try to come up with 1 or 2 key ideas.

Conclusion • Do the basics well • Manage expectations • Mobile optimise • Plan your contacts journey • Track conversion • Experiment and discover what works for you • Share what you have learned with others

Using Email & Social Media together effectively Kevin Bennett Director of Marketing & Digital